Detail Cantuman

This study was carried out in the form of case study approach and also employed questionnaires to triangulate the instruments. The research is defined into two major aspects namely to know the importance of students’ satisfaction on service quality in universities and to know how it can optimise the word of mouth advertising. To obtain a clear point of view from the participants, in-depth interviews and questionnaires were employed in this study to support the data gained by interviews. This study involved 9 participants for in depth interviews, namely 3 (three) university students, 3 (three) parents, and 3 (three) head of marketing departments whereas the questionnaires were distributed to students and parents. The research proved that the students’ satisfaction on service quality plays a significant role in optimising the word of mouth advertising.